Smart Solutions - Rupprecht · PDF fileSmart Solutions Promoting rural public transport use through active mobility consultancy ... depopulation of rural areas due to

Smart SolutionsPromoting rural public transport use through active mobility consultancy

www.smartmove-project.eu

1Smart Solutions

Introduction

A vision for public transport 4

Getting people on board 6

Mobility campaigns: Step by step

Dialogue marketing campaigns 16

Feeder systems 33

Active measures 38

Collecting feedback 46

Evaluation 48

Conclusions

Campaign impacts 52

2 Smart Solutions

A vision for public transport Over-dependence on private cars leads to reductions in public transportservices. However, changing people’smobility behaviour and increasingpublic transport demand leads tohigher revenues, making it possible to improve the system and attracteven more passengers.

3Smart Solutions

Section 1

Introduction

Getting people on board

The EU-funded SmartMove projectadvanced the use of innovativemarketing and mobility solutions in eight rural and peripheral Europeanregions. By providing people withtailored information, it encouragedthem to make use of the publictransport services in their region.

Over-dependence on private cars leads toreductions in public transport services. However,changing people’s mobility behaviour andincreasing public transport demand leads to higherrevenues, making it possibleto improve the system and attract evenmoreA vision for public transport

4 Smart Solutions

There is no doubt that public passenger transport is

fundamental to the sustainability and well-being of rural

and peri-urban regions, although it is becoming increasingly

challenging for many public authorities to maintain good

standards of service.

Public transport rail and bus services are not normally commercially viable in areas

with a low population density, and where households and businesses are relatively

far apart. As a result, there is a reliance on public subsidies. However, as public

authority budgets have come under increasing pressure in recent years, it has

become more and more difficult to sustain existing services.

But now for the good news! Public authorities across Europe

have been developing new forms of public transport services

and complementary “soft” measures, like the SmartMove

approach, to overcome the problems outlined above and

to help breathe new life into rural transport networks.

The opportunities available are summarised below.

A vital service

Adequate and safe mobility is a basic right, as consistently stated

in development and transport policies at European and national

level. Mobility ensures equal economic and social opportunities

for all, as it provides access to public services, employment,

education and training, as well as leisure activities that

contribute to quality of life. Many people in rural areas rely on private cars, but high

levels of car use give rise to new problems, including pollution and high public transport

costs that can exacerbate economic and social inequality in peri-urban and rural regions.

The purpose of thepresent publication is to provide publicauthorities and publictransport associations with the informationthey need to prepare and implement their own mobility campaigns.

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IntroductionA vision for public transport

Although there is no definitive European standard for appropriate public transport

service quality in rural areas, it is possible to formulate general objectives that can

assist a public authority when reviewing service levels and setting objectives:

● Availability – The transport network should be within easy

reach of where people live and should take them to and

from the places they want at times and frequencies that

correspond to their patterns of social and working life.

● Accessibility – Vehicles, stops and interchanges should be

designed in such a way that, as far as possible, anyone can

use them without difficulty.

● Affordability – People should not be “priced out” of using

public transport because of high fares.

● Acceptability – People should feel that public transport is equipped to meet their

needs, and that it is comfortable, safe and convenient.

● Safety – Public transport services must ensure an adequate level of safety so that

people are not discouraged from using them.

● Hygiene – Public transport vehicles should be clean and ensure a minimum level

of hygiene in order to be considered an acceptable option by passengers.

In sparsely populated regions, flexible on-demand services using smaller vehicles can

be a cost-effective solution, leading to a win-win situation for operators and users.

Cost drivers such as labour and fuel prices can be reduced, as bus journeys without

passengers are avoided. The resources freed in this way can be used by the operator

to install new bus stops and to provide more frequent services. On-demand services

also reduce travel times for users, as vehicles do not have to serve all stops.

Additional feeder systems can improve the accessibility of bus stops and train

stations. While walking is the most obvious way to get to a bus stop, it is important

to ensure that pedestrians can get to the stops easily, safely and comfortably, and

that the related infrastructure (e.g. pavements) is of a reasonable quality.

Those intending to travel further may in the end save time by going directly to the

train station or bigger interchange, rather than their nearest bus stop. For bigger

distances, bikes or e-bikes can potentially be used. E-bikes are becoming more and

more popular, and also cheaper. They can be particularly useful in hilly areas, where

changes in elevation rather than distance present a barrier to cycling. Where the use

of e-bikes is encouraged, it is important to ensure the availability of a reasonable

number of safe and secure bike parking facilities. The provision of charging points

might also help to convince more people to switch to e-bikes.

Smart Solutions

n When preparing a mobility campaign, use thesesix objectives to help review existing service levelsand define aims.

The EU-funded SmartMove project advanced theuse of innovative marketing andmobility solutionsin eight rural and peripheral European regions. Byproviding people with tailored information, itencouraged them tomake use of the publictransport services in their region.Getting people on board

The SmartMove project focused on overcoming subjective

barriers to public transport use and highlighting the clear

health, safety and climate-related benefits of sustainable

modes such as walking and cycling. The SmartMove method,

which involves engaging people in face-to-face dialogue

and providing tailored advice and information, was tested

in eight rural and peri-urban regions across Europe.

Challenges for public transport in peri-urban and rural regions

Public transport is fundamental to the sustainability and independence of peri-

urban and rural regions: it provides people with access to public services,

employment, education and training. Despite this critical role, public transport

provision in rural areas across Europe faces tremendous challenges, as the

demographic dynamics of ageing and shrinking rural

populations have an impact on public transport revenues,

which depend on transport demand. Public transport services

are cut in response to reduced passenger numbers, thus the

transport choices available to remaining users become

increasingly fragmented and less attractive. However, this

trend can be reversed by improved marketing strategies that

stimulate demand for public transport services and make

potential passengers aware of what is available.

6 Smart Solutions

Improved marketingstrategies can stimulatedemand for publictransport services.

IntroductionGetting people on board

The SmartMove approach

In the framework of the SmartMove project (February 2014 to July 2016),

11 partners from across Europe implemented active mobility consultancy

campaigns in eight rural and peri-urban areas. The project was co-funded by the

Executive Agency for Small and Medium-Sized Enterprises (EASME), which was

established by the European Commission. SmartMove addressed the “Energy-

Efficient Transport” key action of the Intelligent Energy Europe programme. In line

with the Transport White Paper, it focused on passenger transport and placed

particular emphasis on reducing energy use in transport.

The main goal of SmartMove was to promote the use of

existing public transport services in rural and peri-urban

regions through a personalised travel marketing approach

accompanied by active measures aimed at inhabitants or

particular target groups in the regions, and with the

possibility to give feedback on the current public transport

supply. The “active” in active mobility consultancy has a

threefold meaning. It refers to:

● the active process of informing people about public

transport services based on their individual needs, rather

than expecting people to look for information themselves

about what is available;

● the implementation of several active measures aimed at

reducing barriers to public transport use, such as practical

traveller training for older people; and

● the consideration of feedback received through dialogue

with public transport users and the active adaptation of services,

taking their needs into account.

An important aspect of the SmartMove approach is that it does not assume major

new investments in rural transport services, which are unrealistic in many areas,

but instead focuses on promoting and making the best use of the available services

and resources.

7Smart Solutions

The SmartMoveapproach does notassume major newinvestments in ruralpublic transportservices… Instead, it focuses on making the best use of theservices and resourcesthat are available.

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Personal approach

The marketing campaignin Langadas, Greece,carried out via face-to-face interviews and post,achieved a response rateof 81 percent.

PHOTO: studio 43 - Nektarios Basdekis

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TABLE 1: Results of the SmartMove campaigns

Average values across allimplementing regions

People who feel better informed (%) 87%

Maximum valuesachieved

97%

People who feel motivated to reduce car use (%) 36% 58%

People using the bus more often (%) 16% 25%

Increase in passengers (%) 18% 43%

Average number of trips shifted from car topublic transport per person and week*

2.4 4.4

* People who have changed their mobility behaviour

The SmartMove approach works. Active mobility consultancy has proved an efficient way to increase awareness andencourage people to use public transport more often.

Results from the eight implementing regions

The SmartMove approach works. Active mobility consultancy has proved an efficient

way to increase awareness and encourage people to use public transport more often

(see Table 1). The increased ridership will help to sustain and improve public transport

service levels.

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Smart Solutions

Overcoming the challenges

Analysing strengths, weaknesses, opportunities and threats in peri-urban and rural public

transport typically identifies five weaknesses and threats. These are shown below, with

an explanation of how they can be overcome using the SmartMove approach.

Services are unprofitable, leading to reliance on public subsidies

Commercial operators often struggle to run public transport services in peri-urban

and rural regions, where demand is thin or diffuse. Although local authorities

subsidise the services, in many countries subsidies have decreased in recent years

as part of a wider squeeze by central government on public spending. In the UK,

for example, service provision has been affected by both a 28 percent reduction in

local authority spending between 2011 and 2012, and a 20 percent reduction in the

Bus Services Operator Grant between 2012 and 2013.

There is excessive reliance on private cars

Limited or declining public transport provision encourages (or forces) more people to

rely on private cars, especially if they are unaware of alternatives. This results in higher

levels of pollution (including GHG emissions) and can reinforce the decline in public

transport service provision levels, leading to inequality in terms of social and economic

opportunities in peri-urban and rural regions.

Socio-demographic changes exacerbate rural mobility problems

Broader socio-demographic changes include an ageing population and the

depopulation of rural areas due to a lack of employment opportunities. The

proportion of elderly people has increased in these areas compared to both the young

and working-age populations. The French National Institute of Statistics and

By promoting the increased use of existing services, the SmartMoveapproach helps to limit the subsidy burden on public authorities.

The SmartMove approach encourages people to re-assess their mobilityoptions, based on the provision of tailored and accurate informationabout travel times and costs, thus promoting a modal shift towards theuse of more environmentally sound public transport.

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Economic Studies (INSEE), for example, has calculated that the proportion of people

aged 60 years and above will increase from the 2016 level of 22 percent to 33 percent

by 2050. In rural areas, this raises the prospect of increasing numbers of older people

who are reliant on diminishing public transport services. Lack of public transport

services and mobility options can also push members of the younger generation to

urban areas. As the number of middle-aged people with families in a region

decreases, so does the number of children requiring transport to school. This again

affects service levels, as the provision of transport for schoolchildren is a key

commercial and policy driver for maintaining rural public transport.

There is a lack of cooperation among public transport providers

Transport operators rarely offer combined service information, coordinated

timetables or integrated ticketing options.

Public transport networks are not adapted to users’ needs

Public transport services in peri-urban and rural regions often fail to respond to the

needs of users. There may be an insufficient number of stops, or stops in the wrong

locations; vehicles may not be suitable for use by older people; and the frequencies and

operating times of bus services may not be appropriate. Potential passengers may be

unaware of supplementary services (bike rental, call-a-bus), or may not accept them.

The SmartMove approach can focus on particular target groups within a peri-urban or rural area, allowing public authorities to make the most efficient use of available resources.

The SmartMove approach seeks to overcome this problem by establishing a partnership of organisations at the beginning of a campaign and by offering public transport customers a single,tailor-made source of timetable and fare information.

By fostering dialogue, the SmartMove approach opens upcommunication channels for transport operators, providing them with the information they need to adapt service routes, timetables and vehicle fleets to meet their customers’ requirements.

Smart Solutions

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Smart Solutions

Wittenberg, Germany

Aim: To achieve the betterutilisation of publictransport in general, and to promote the use of on-demand buses as a feeder system serviceconnecting the south-eastof the city of Wittenbergwith the train system.

Target group: All residentsof the area, regardless ofage group.

Euskirchen, Germany

Aim: To promote the dial-a-busservice TaxiBusPlus in themunicipalities of BadMunstereifel, Schleiden, Kall andHelenthal, connecting these areaswith the region’s main bus routes.

Target group: Elderly people.

Oberlausitz-Niederschlesien, Germany

Aim: To increase the number of passengerson one recently established local bus lineconnecting three small municipalities(Herrnhut, Bernstadt and Görlitz) with the main railway line.

Target group: The population of thecatchment area, although service frequencyand operating times rather corresponded to the needs of elderly people.

Liszki district, Krakow, Poland

Aim: To increase thenumber of passengers on bus lines in thetransportation corridorconnecting westernKrakow with the city’stram system.

Target group: Residentsof the area and peoplecommuting to and fromthe city of Krakow.

Eight locations, eight campaign designs

Almada, Portugal

Aim: To increase the number of passengers on the bus lineconnecting the suburban rail station in Pragal to the surrounding area.

Target group: People living in the bus line catchmentarea, and commuters.

Waldviertel-Wachau, Austria

Aim: To increase the number of passengers using three bus linesconnecting the rural area with themunicipalities of Ybbs/Donau, Melk and Krems, as well as themain rail and bus routes.

Target group: People living along the bus lines.

Burgos, Spain

Aim: To increase the number of passengers on certain buslines towards the city centre.

Target group: Employeesand students living in the citycentre and travelling on adaily basis to an industrialarea or the university.

Langadas, Greece

Aim: To increase the number ofpassengers on buses in the peri-urbanarea and to promote local bus linesconnecting parts of the municipality of Langadas via the interchange stationwith main bus routes.

Target group: People using a local busservice in rural Langadas and a busconnection to the city of Thessaloniki.

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See for yourself!

Transport informationwas handed out at theEaster Market In Leiben,Austria; and e-bikeswere available to try outat a dedicated event.

PHOTOS: Roman Klementschitz

14 Smart Solutions

Dialoguemarketingcampaigns

At the heart of an activemobility consultancycampaign is the marketinginstrument, or personalisedmarketing approach. What makes the conceptunique is the fact thattailor-made informationcan be given to members of the target groupfollowing a face-to-facediscussion about theirpersonal public transportsystem needs.

Feeder systems

Feeder systems can either be the core of thecampaign — as a way toimprove one specific publictransport connection; or they can be promoted in general in order to improve the existingsituation — for examplethrough the use of (e-)bikes.

15Smart Solutions

Section 2

Mobility campaigns:Step by step

Active measures

Accompanying activemeasures strengthen thecampaign, making itpossible to reach a greaternumber of potentialparticipants. Activemeasures are also anopportunity to obtainadditional feedback aboutusers’ needs.

CollectingfeedbackCampaign participants can provide valuableobservations and opinionsabout the existingsituation. Such informationshould be collectedsystematically and passedon to the respectivestakeholder (e.g. the localpublic transport operator or the municipality).

Evaluation

It is essential to evaluatethe campaign in order to measure its success.Several options can be used, includingpassenger counts beforeand after campaignimplementation. The results of theevaluation can be used in subsequentdissemination activities.

At the heart of a mobility campaign is themarketing instrument, or personalised marketingapproach. What makes the concept unique is thefact that tailor-made information can be given tomembers of the target group following a face-to-face discussion about their personal publicDialogue marketing campaigns

Active mobility consultancy campaigns are based on

the concept of dialogue marketing. Personal contacts

are established with members of the target group,

who are encouraged to make use of public transport

rather than relying on a car for every trip.

The preparation phase

As a first move, it is important to define the objective of the campaign. The active

mobility consultancy campaigns in the SmartMove project, for example, focused on

public transport systems in rural areas. The backbone of the region’s public

transport system needs to be identified, along with possible feeder systems and

accompanying active measures. It also has to be decided whether a particular target

group is addressed, or the population of the area as a whole. Focusing on a

particular target group (e.g. elderly people, young people,

students, people who have recently moved to the area, or

tourists) could be an advantage, as the information materials

and accompanying active measures can be adjusted to the

specific needs of the group.

Establishing a stakeholder group

Active mobility consultancy campaigns aim to contribute to

environmental protection. It is therefore appropriate to ask for

support from a variety of stakeholders in terms of co-financing

and conceptual involvement. The project idea, details of the

implementation area and the relevant transport lines should be

discussed with representatives of the provincial and local

n Make contact as early as possiblewith stakeholders who willsupport the campaign.

n Try to get the support of manydifferent stakeholders, as eachwill make their own valuablecontribution to the campaign.

n Take advantage of stakeholdernetworks and media exposure in order to communicate the aims of the campaign and recruit participants.

16 Smart Solutions

Mobility campaigns: Step by stepDialogue marketing campaigns

government, public transport associations, public transport

operators and mobility managers. The aim is to agree on

particular areas of interest and to achieve common ownership

of campaign implementation in a particular region. Depending

on their field of work, support from stakeholders can be of

many kinds, from providing information materials to

contributing to the contact and delivery phase.

Preparing a media strategy

Local media and other multipliers need to be identified,

and contacts need to be established at an early stage.

A press release should be published prior to, and in parallel

with, the campaign in order to share success stories.

Developing a roadmap

A roadmap should include a timeline, as well as staff and budget plans. All tasks in

the roadmap should be defined precisely. Staff planning for the implementation of

the campaign must be in line with its concrete objectives:

● How many people should be addressed? While some tasks are not affected by

the number of participants (e.g. the development of a concept or the collection

of information to be used in the campaign), other tasks, such as publishing

and disseminating materials, answering phone enquiries or providing individual

consultations, require more resources with every additional person targeted.

During the SmartMove campaign in Almada, the stakeholder group comprised:

● Fertagus — The public transport provider, also responsible for operating the feeder system in the region.

● Almada City Council — A local authority with responsibility in the fields of sustainable transport andmobility. The council is currently developing its second-generation mobility plan based on thesustainable urban mobility planning (SUMP) approach.

● Sobreda Parish Council — A local authority that is in direct contact with committees of transport usersand gives voice to the concerns of residents in the study area, proposing actions and measures for theimprovement of service quality.

BEST PRACTICE: Establishing stakeholder groups

17Smart Solutions

n As a first step, find out aboutexisting media channels and workout whether a media strategywould be cost effective. Get in contact with local networksthat are interested in yourcampaign and that can supportyour dissemination activities.

n Attract interest in your campaignby involving newspapers, official municipality gazettes, local radio stations etc.

n Use websites and social media toattract a younger target audience.

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Smart Solutions

● How is the individualised contact phase designed? By contacting members of

the target group by telephone, a higher participation rate can be achieved, and

more people can be motivated to change their mobility behaviour. However,

more resources will certainly be needed, and there may be legal issues in some

countries.

● Do you want to offer personal consultations? If you do not have sufficient staff

to offer consultations, external providers (e.g. a mobility agency) will also be

required, and this will have to be organised in advance.

The media strategy connected with the active mobility consultancy campaign in Langadas included:

● the publication of articles about the launch of the campaign on three local news websites in theLangadas area;

● the publication, on five websites, of articles on public transport services in rural and suburban areas in Greece, focusing on the SmartMove campaign in Langadas; and

● interviews at three local radio stations.

BEST PRACTICES: Media strategy

The best media channels identified in the Liszki district of Krakow were churches. Priests sharedinformation about the campaign after Mass, and the information reached a huge proportion of thepopulation in the implementation area. The campaign was also promoted on a local community websiteand in a regional journal dedicated to innovation.

n Avoid using marketing firms that have a poor knowledge of the public transport system and the local area, and that havetight cost margins.

n Don’t underestimate the number of (well-trained) personnelrequired to make phone calls and/or face-to-face visits.

n Only promote public transport services where the supply is alreadyof an adequate and appropriate quality (e.g. in terms of frequencyand operating times), otherwise the number of people potentiallyinterested in the public transport service will not be sufficient fora campaign, making the recruitment process very long.

19


Did you know?

In Euskirchen, Germany,90 percent of campaignparticipants reportedreceiving informationthat was completelynew to them.

PHOTO: Smilla Dankert

20


Training campaign staff

To ensure a successful active mobility consultancy campaign, all internal and external

employees should be trained on how best to provide information to the target group.

All staff should be familiar with the overall roadmap, the objectives and the relevance

of the campaign, and must be able to answer questions. Training for such

conversations might take the form of role play. Members of staff also need to be

trained on establishing contacts with the target group. They should know exactly

what information is required from targeted individuals in order to proceed with the

campaign, and must be able to work in the database.

n Hire students on transport-related courses: they will already be knowledgeable aboutmobility issues and can provide valuable and enthusiastic assistance during a campaign.Students from the region will also be aware of local issues.

n Make sure that members of staff attending events are fully informed. They should be able toanswer questions about tariffs, timetables etc. clearly, accurately, and in a friendly manner.

n Working together with an experienced mobility agency can be extremely valuable.

The SmartMove campaignin Burgos was supported by the city’s university, witha total of 10 students beingtrained as mobility agents.Fortunately, they had allbeen involved in earliermobility campaigns, thus synergies could be exploited.

PHOTO: José María Diez

BEST PRACTICE: Synergies

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Smart Solutions

Collecting existing information materials

Sufficient information materials should be available during the campaign, including

materials from other information providers. If no suitable materials are available, they

will have to be created. A professional and attractive design is essential. Free gifts can

also be handed out, although it is important to ensure that sufficient quantities are

produced to last throughout the campaign. The number of

publications and gifts will of course depend on the number of

participants and the type of materials. Experience suggests

that a participation rate of between 10 and 40 percent of all

persons targeted in the campaign can be assumed. Around half

of these participants will order information materials,

depending on the quality of the materials. This means that if

1,000 people are contacted, around 150 to 200 copies of the

information materials are typically needed (i.e. 0.20 x number

of people contacted).

If there is a limited budget, the number of free gifts can

be reduced, either by restricting the number of gadgets

distributed to one per participant, or by offering gifts on a

first come, first served basis.

The general contact phase

In the first phase, when general information about the campaign is provided, members

of the target group are contacted either by mail or in person (door-to-door canvassing, or

in public spaces such as canteens). Although response rates may be higher if people are

first contacted by phone, unsolicited calls may present legal problems in some countries,

as the campaign relates not only to market research. It is therefore recommended to

send an initial letter informing members of the public about the campaign being

launched in the region. The letter should be no longer than one page and should cover

the main objectives and the process, inviting the recipient to participate.

Participants will be more willing to participate if the letter:

● is personally addressed;

● features the logos of regional bodies and institutions as an indication of official

support; and

● includes the signatures of regional politicians, mayors of regional capitals or other

important politicians (e.g. those responsible for environmental or transport issues).

n Promote trip-planning, car-sharing and car-pooling appsamong younger target groupswho are more likely to beresponsive to innovative ideas and keener to use the relatedtechnology.

n Remember that older people tendto prefer printed maps andprinted timetables.

n Collect all general information intoone leaflet or brochure, ratherthan producing lots of separateflyers, which are far less practicalto both distribute and use.

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Smart Solutions

The following materials were produced for the active mobility consultancy campaign in Langadas:

● Information on public transport use, bus tickets and travel cards

● Information on walking and cycling

● Information on the use of alternative information provision methods

● Information on the special bus line operated by the public transport provider in the centre ofThessaloniki, which stops at the main cultural attractions

● Code of conduct and obligations

● Personalised information on specific bus routes and bus stops

● A personalised cost comparison between private vehicle use and public transport use

● A personalised card with the public transport providers’ telematics application code for the specific bus stop requested by the user

● Information on the public transport provider’s bus lines and map

Α logo was designed and used in the information materials produced for the campaign.

BEST PRACTICE: Information materials

ΕΙΣΙΤΗΡΙΑ ΚΑΙ ΚΑΡΤΕΣ ΤΟΥ ΟΑΣΘΠερισσότερες πληροφορίες: http://oasth.gr/#el/komistra

1. Βασικό εισιτήριο μιας μόνο χρήσηςΙσχύει ΜΟΝΟ για μία (1) μετακίνηση κανονικό 1,10€ μειωμένο 0,50€

Τα εισιτήρια πωλούνται από τα εκδοτήρια του Ο.Α.Σ.Θ. και από 1200 καταστήματα πώλησης ή εκδίδονται εντός των λεωφορείων. Aπό τα εντός των λεωφορείων εκδοτικά μηχανήματα, η τιμή του κανονικού εισιτηρίου είναι 1,10 € ενώ των μειωμένων 0,60 €.

2. Χρονικό εισιτήριο δύο (2) μετακινήσεωνΙσχύει για δύο (2) μετακινήσεις εντός 70’ ώρας κανονικό 1,20€ μειωμένο 0,60€

Ισχύει για 2 μετακινήσεις από και προς οποιαδήποτε κατεύθυνση και από και προς οποιαδήποτε λεωφορειακή γραμμή μέσα σε 70 λεπτά της ώρας από την έκδοσή τους (αν εκδοθούν μέσα στα λεωφορεία) ή από την πρώτη επικύρωσή τους (αν είναι προτυπωμένα). Σε κάθε περίπτωση, η δεύτερη επικύρωση πρέπει να γίνει εντός των 70 λεπτών και το εισιτήριο ισχύει μέχρι την ολοκλήρωση της διαδρομής αυτής. Τα εισιτήρια των δύο (2) μετακινήσεων πωλούνται από τα εκδοτήρια του Ο.Α.Σ.Θ. και από περίπου 1200 καταστήματα πώλησης. Από τα εντός των λεωφορείων εκδοτικά μηχανήματα, τιμώνται προς 1,30 € τα κανονικά και 0,70 € τα μειωμένα.

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κανονικό 1,50€


μειωμένο 0,80€

μειωμένο 1,00€

Ισχύει για έως 3 μετακινήσεις που θα γίνουν από και προς οποιαδήποτε κατεύθυνση και από και προς οποιαδήποτε λεωφορειακή γραμμή μέσα σε 90 λεπτά της ώρας από την έκδοσή τους (αν εκδοθούν μέσα στα λεωφορεία) ή από την πρώτη επικύρωσή τους (αν είναι προτυπωμένα). Σε κάθε περίπτωση, η τελευταία επικύρωση πρέπει να γίνει εντός των 90 λεπτών και το εισιτήριο ισχύει μέχρι την ολοκλήρωση της διαδρομής. Τα εισιτήρια των τριών (3) μετακινήσεων πωλούνται από τα εκδοτήρια του Ο.Α.Σ.Θ. Όταν εκδίδονται από τα εντός των λεωφορείων εκδοτικά μηχανήματα η τιμή αυτών δεν προσαυξάνεται.

Ισχύει για έως 4 μετακινήσεις από και προς οποιαδήποτε κατεύθυνση και από και προς οποιαδήποτε λεωφορειακή γραμμή μέσα σε 120 λεπτά της ώρας από την έκδοσή τους (αν εκδοθούν μέσα στα λεωφορεία) ή από την πρώτη επικύρωσή τους (αν είναι προτυπωμένα). Σε κάθε περίπτωση, η τελευταία επικύρωση πρέπει να γίνει εντός των 120 λεπτών και το εισιτήριο ισχύει μέχρι την ολοκλήρωση της διαδρομής αυτής.Τα εισιτήρια αυτά αποτελούν το αποκλειστικό κόμιστρο των επιβατών που μετακινούνται με λεωφορεία της ΚΤΕΛ Ν.ΘΕΣΣΑΛΟΝΙΚΗΣ στο επαρχείο Λαγκαδά, εφόσον πραγματοποιούν τουλάχιστον μία (1) μετεπιβίβαση στο Λαγκαδά.Τα προτυπωμένα εισιτήρια των τεσσάρων (4) μετακινήσεων πωλούνται μόνο από τα εκδοτήρια του Ο.Α.Σ.Θ. Όταν εκδίδονται από τα εντός των λεωφορείων εκδοτικά μηχανήματα η τιμή αυτών δεν προσαυξάνεται.

ΠΡΟΩΘΩΝΤΑΣ ΤΗ ΧΡΗΣΗ ΤΩΝ ΔΗΜΟΣΙΩΝ ΣΥΓΚΟΙΝΩΝΙΩΝ ΣΕ ΑΓΡΟΤΙΚΕΣ ΠΕΡΙΟΧΕΣ

Υλοποίηση καμπάνιας συμβουλευτικής κινητικότητας: Αριστοτέλειο Πανεπιστήμιο Θεσσαλονίκης //Ερευνητική Ομάδα Συστημάτων Μεταφοράς

Κάτι συμβαίνει στο Λαγκαδά της Θεσσαλονίκης!Πάρε μέρος - Ωφελήσου!


κανονικό 1,10€ μειωμένο 0,50€

Τα εισιτήρια πωλούνται από τα εκδοτήρια του Ο.Α.Σ.Θ. και από 1200 καταστήματα πώλησης ή εκδίδονται εντός των λεωφορείων. Aπό τα εντός των λεωφορείων εκδοτικά μηχανήματα, η τιμή του κανονικού εισιτηρίου είναι

κανονικό 1,20€ μειωμένο 0,60€

Ισχύει για 2 μετακινήσεις από και προς οποιαδήποτε κατεύθυνση και από και προς οποιαδήποτε λεωφορειακή γραμμή μέσα σε 70 λεπτά της ώρας από την έκδοσή τους (αν εκδοθούν μέσα στα λεωφορεία) ή από την πρώτη επικύρωσή τους (αν είναι προτυπωμένα). Σε κάθε περίπτωση, η δεύτερη επικύρωση πρέπει να γίνει εντός των 70 λεπτών και το εισιτήριο ισχύει μέχρι την ολοκλήρωση της διαδρομής αυτής. Τα εισιτήρια των δύο (2) μετακινήσεων πωλούνται από τα εκδοτήρια του Ο.Α.Σ.Θ. και από περίπου 1200 καταστήματα πώλησης. Από τα εντός των λεωφορείων εκδοτικά μηχανήματα, τιμώνται προς 1,30 € τα κανονικά



Ισχύει για έως 3 μετακινήσεις που θα γίνουν από και προς οποιαδήποτε κατεύθυνση και από και προς οποιαδήποτε λεωφορειακή γραμμή μέσα σε 90 λεπτά της ώρας από την έκδοσή τους (αν εκδοθούν μέσα στα λεωφορεία) ή από την πρώτη επικύρωσή τους (αν είναι προτυπωμένα). Σε κάθε περίπτωση, η τελευταία επικύρωση πρέπει να γίνει εντός των 90 λεπτών και το εισιτήριο ισχύει μέχρι την ολοκλήρωση της διαδρομής.

α εισιτήρια των τριών (3) μετακινήσεων πωλούνται από τα εκδοτήρια του Ο.Α.Σ.Θ. Όταν εκδίδονται από τα εντός των λεωφορείων εκδοτικά μηχανήματα η τιμή αυτών δεν προσαυξάνεται.

Ισχύει για έως 4 μετακινήσεις από και προς οποιαδήποτε κατεύθυνση και από και προς οποιαδήποτε λεωφορειακή γραμμή μέσα σε 120 λεπτά της ώρας από την έκδοσή τους (αν εκδοθούν μέσα στα λεωφορεία) ή από την πρώτη επικύρωσή τους (αν είναι προτυπωμένα). Σε κάθε περίπτωση, η τελευταία επικύρωση πρέπει να γίνει εντός των 120 λεπτών και το εισιτήριο ισχύει μέχρι την ολοκλήρωση της διαδρομής αυτής.Τα εισιτήρια αυτά αποτελούν το αποκλειστικό κόμιστρο των επιβατών που μετακινούνται με λεωφορεία της ΚΤΕΛ Ν.ΘΕΣΣΑΛΟΝΙΚΗΣ στο επαρχείο Λαγκαδά, εφόσον πραγματοποιούν τουλάχιστον μία (1) μετεπιβίβαση

Τα προτυπωμένα εισιτήρια των τεσσάρων (4) μετακινήσεων πωλούνται μόνο από τα εκδοτήρια του Ο.Α.Σ.Θ. Όταν εκδίδονται από τα εντός των λεωφορείων εκδοτικά μηχανήματα η τιμή αυτών δεν προσαυξάνεται.


Υλοποίηση καμπάνιας συμβουλευτικής κινητικότητας:

ΜΕΤΑΚΙΝΟΥΜΑΙ ΜΕ ΤΑ ΠΟΔΙΑ

Το περπάτημα σε σχέση με το αυτοκίνητο είναι:

- Φιλικό προς το περιβάλλον: δεν ρυπαίνει, δεν προκαλεί θόρυβο.

- Οικονομικό: εντελώς δωρεάν.

- Διασκεδαστικό: κάθε μετακίνηση είναι ένας ωραίος περίπατος.

- Φυσική μορφή άσκησης: γυμνάζονται οι μύες των ποδιών, οι γλουτιαίοι, και το καρδιοαναπνευστικό σύστημα.

- Τρόπος μετακίνησης με απόλυτη ελευθερία και ευελιξία κινήσεων.



Μείωσε τον κίνδυνο όταν περπατάς, προστάτευσε τον εαυτό σου

1. Βεβαιώσου ότι η κατάσταση της υγείας σου είναι κατάλληλη για περπάτημα

2. Σεβάσου τη σήμανση του Κώδικα Οδικής Κυκλοφορίας

3. Πρόσεχε τα ποδήλατα, τα αυτοκίνητα και ιδιαίτερα τα λεωφορεία και τα βαρέα οχήματα

4. Βάδισε στο πεζοδρόμιο και τις διαβάσεις των πεζών

5. Διατήρησε σωστή στάση σώματος

6. Φόρα άνετα ρούχα (κατά προτίμηση ανοιχτόχρωμα) και παπούτσια. Ειδικά το βράδυ χρησιμοποίησε φωσφορίζον πανωφόρι

7. Έχε μαζί σου μια ομπρέλα για τις μέρες με βροχή



ρπάτημα σε σχέση με το αυτοκίνητο είναι:

- Φιλικό προς το περιβάλλον: δεν ρυπαίνει, δεν προκαλεί θόρυβο.

- Διασκεδαστικό: κάθε μετακίνηση είναι ένας ωραίος περίπατος.



Μείωσε τον κίνδυνο όταν περπατάς, προστάτευσε τον εαυτό σου

1. Βεβαιώσου ότι η κατάσταση της υγείας σου είναι κατάλληλη για περπάτημα

2. Σεβάσου τη σήμανση του Κώδικα Οδικής Κυκλοφορίας

3. Πρόσεχε τα ποδήλατα, τα αυτοκίνητα και ιδιαίτερα τα λεωφορεία

4. Βάδισε στο πεζοδρόμιο και τις διαβάσεις των πεζών

. Φόρα άνετα ρούχα (κατά προτίμηση ανοιχτόχρωμα) και παπούτσια. Ειδικά το βράδυ χρησιμοποίησε φωσφορίζον πανωφόρι

ι στο Λαγκαδά της Θεσσαλονίκης!Πάρε μέρος - Ωφελήσου!


ΜΕΤΑΚΙΝΟΥΜΑΙ ΜΕ ΤΙΣ ΔΗΜΟΣΙΕΣ ΣΥΓΚΟΙΝΩΝΙΕΣ

«Πώς να αρχίσω;»: Ακολούθησε τα βήματα!

1. Ενημερώσου για τις δυνατότητες μετακίνησης και τα δρομολόγια

2. Προμηθεύσου εισιτήρια ή μια κάρτα απεριορίστων διαδρομών

3. Δοκίμασε επί μια εβδομάδα ή ένα μήνα να χρησιμοποιήσεις τις δημόσιες συγκοινωνίες αντί του αυτοκινήτου για μια οικεία διαδρομή

4. Κατά τη διάρκεια της διαδρομής προσπάθησε να κάνεις κάτι ευχάριστο, όπως να διαβάσεις ένα βιβλίο ή να ακούσεις μουσική

5. Συνδύασε τις δημόσιες συγκοινωνίες με περπάτημα ή ποδήλατο

6. Υπολόγισε τα χρήματα που εξοικονομείς σε εβδομαδιαία ή μηνιαία βάση και σκέψου τι κερδίζεις

7. Μοιράσου την εμπειρία σου με άλλους

Οι δημόσιες συγκοινωνίες σε σχέση με το αυτοκίνητο είναι:

- Φιλικότερες προς το περιβάλλον: Οι δημόσιες συγκοινωνίες εκπέμπουν 3 με 4 φορές λιγότερους ρύπους από το Ι.Χ.

- Οικονομικά προσιτές για όλους: Μπορούν όλοι να μετακινηθούν πιο οικονομικά και να αποκτήσουν πρόσβαση στην εκπαίδευση, την εργασία, την υγεία, την ψυχαγωγία.

- Πιο ασφαλείς: Το ποσοστό θνησιμότητας από τροχαία ατυχήματα για τις δημόσιες συγκοινωνίες είναι περίπου το 1/10 του αντίστοιχου για το αυτοκίνητο.

- Ευχάριστες: Όταν μετακινείσαι με λεωφορείο απολαμβάνεις τη διαδρομή και ταυτόχρονα χαλαρώνεις, ενώ κατά την οδήγηση του αυτοκινήτου απαιτείται πλήρης συγκέντρωση και προσοχή.






ΕΙΣΙΤΗΡΙΑ ΚΑΙ ΚΑΡΤΕΣ ΤΟΥ ΟΑΣΘΠερισσότερες πληροφορίες: http://oasth.gr/#el/komistra

ικό εισιτήριο μιας μόνο χρήσηςΙσχύει ΜΟΝΟ για μία (1) μετακίνηση

Τα εισιτήρια πωλούνται από τα εκδοτήρια του Ο.Α.Σ.Θ. και από 1200 καταστήματα πώλησης ή εκδίδονται εντός των λεωφορείων. Aπό τα εντός των λεωφορείων εκδοτικά μηχανήματα, η τιμή του κανονικού εισιτηρίου είναι 1,10 € ενώ των μειωμένων 0,60 €.

. Χρονικό εισιτήριο δύο (2) μετακινήσεωνΙσχύει για δύο (2) μετακινήσεις εντός 70’ ώρας

Ισχύει για 2 μετακινήσεις από και προς οποιαδήποτε κατεύθυνση και από και προς οποιαδήποτε λεωφορειακή γραμμή μέσα σε 70 λεπτά της ώρας από την έκδοσή τους (αν εκδοθούν μέσα στα λεωφορεία) ή από την πρώτη επικύρωσή τους (αν είναι προτυπωμένα). Σε κάθε περίπτωση, η δεύτερη επικύρωση πρέπει να γίνει εντός των 70 λεπτών και το εισιτήριο ισχύει μέχρι την ολοκλήρωση της διαδρομής αυτής. Τα εισιτήρια των δύο (2) μετακινήσεων πωλούνται από τα εκδοτήρια του Ο.Α.Σ.Θ. και από περίπου 1200 Τα εισιτήρια των δύο (2) μετακινήσεων πωλούνται από τα εκδοτήρια του Ο.Α.Σ.Θ. και από περίπου 1200 καταστήματα πώλησης. Από τα εντός των λεωφορείων εκδοτικά μηχανήματα, τιμώνται προς 1,30 € τα κανονικά

3. Χρονικό εισιτήριο τριών (3) μετακινήσεων

νικό εισιτήριο τεσσάρων (4) μετακινήσεωνΙσχύει για τέσσερις (4) μετακινήσεις εντός 120’ ώρας

Ισχύει για έως 3 μετακινήσεις που θα γίνουν από και προς οποιαδήποτε κατεύθυνση και από και προς οποιαδήποτε λεωφορειακή γραμμή μέσα σε 90 λεπτά της ώρας από την έκδοσή τους (αν εκδοθούν μέσα στα λεωφορεία) ή από την πρώτη επικύρωσή τους (αν είναι προτυπωμένα). Σε κάθε περίπτωση, η τελευταία επικύρωση πρέπει να γίνει εντός των 90 λεπτών και το εισιτήριο ισχύει μέχρι την ολοκλήρωση της διαδρομής.

α εισιτήρια των τριών (3) μετακινήσεων πωλούνται από τα εκδοτήρια του Ο.Α.Σ.Θ. Όταν εκδίδονται από τα εντός των λεωφορείων εκδοτικά μηχανήματα η τιμή αυτών δεν προσαυξάνεται.

Ισχύει για έως 4 μετακινήσεις από και προς οποιαδήποτε κατεύθυνση και από και προς οποιαδήποτε λεωφορειακή γραμμή μέσα σε 120 λεπτά της ώρας από την έκδοσή τους (αν εκδοθούν μέσα στα λεωφορεία) ή από την πρώτη επικύρωσή τους (αν είναι προτυπωμένα). Σε κάθε περίπτωση, η τελευταία επικύρωση πρέπει να γίνει εντός των 120 λεπτών και το εισιτήριο ισχύει μέχρι την ολοκλήρωση της διαδρομής αυτής.Τα εισιτήρια αυτά αποτελούν το αποκλειστικό κόμιστρο των επιβατών που μετακινούνται με λεωφορεία της ΚΤΕΛ Ν.ΘΕΣΣΑΛΟΝΙΚΗΣ στο επαρχείο Λαγκαδά, εφόσον πραγματοποιούν τουλάχιστον μία (1) μετεπιβίβαση

Τα προτυπωμένα εισιτήρια των τεσσάρων (4) μετακινήσεων πωλούνται μόνο από τα εκδοτήρια του Ο.Α.Σ.Θ. Όταν εκδίδονται από τα εντός των λεωφορείων εκδοτικά μηχανήματα η τιμή αυτών δεν προσαυξάνεται.

Τα εισιτήρια των δύο (2) μετακινήσεων πωλούνται από τα εκδοτήρια του Ο.Α.Σ.Θ. και από περίπου 1200 καταστήματα πώλησης. Από τα εντός των λεωφορείων εκδοτικά μηχανήματα, τιμώνται προς 1,30 € τα κανονικά και 0,70 € τα μειωμένα.

ΝΕΟΙ ΤΡΟΠΟΙ ΠΛΗΡΟΦΟΡΗΣΗΣ ΤΟΥ ΟΑΣΘΕπικοινωνία με σταθερό ή κινητό τηλέφωνο Επικοινωνία με τον τριψήφιο αριθμό 11085Επικοινωνία μέσω κινητού τηλεφώνου 3ης γενιάςΕπικοινωνία από υπολογιστή μέσω της ιστοσελίδας του ΟΑΣΘ

ΠΡΟΩΘΩΝΤΑΣ ΤΗ ΧΡΗΣΗ ΤΩΝ ΔΗΜΟΣΙΩΝ ΣΥΓΚΟΙΝΩΝΙΩΝ ΣΕ ΑΓΡΟΤΙΚΕΣ ΠΕΡΙΟΧΕΣΥλοποίηση καμπάνιας συμβουλευτικής κινητικότητας: Αριστοτέλειο Πανεπιστήμιο Θεσσαλονίκης //Ερευνητική Ομάδα Συστημάτων Μεταφοράς




Επικοινωνία με σταθερό ή κινητό τηλέφωνοΤηλεφωνικό Σύστημα Τηλεματικής - Κωδικοί Στάσεων

Ο Ο.Α.Σ.Θ σας δίνει τη δυνατότητα να ενημερωθείτε από το τηλέφωνό σας για υπηρεσίες τηλεματικής.Πώς λειτουργεί?Απλά καλώντας στο 2310-981 100 συνδέεστε με το τηλεφωνικό κέντρο του Ο.Α.Σ.Θ, στην συνέχεια για υπηρεσίες τηλεματικής θα σας ζητηθεί να πληκτρολογήσετε το πλήκτρο 0.Σε κάθε στάση του Ο.Α.Σ.Θ αντιστοιχεί ένας μοναδικός πενταψήφιος κωδικός απαραίτητος για την λειτουργία της εφαρμογής. Ο κωδικός αυτός αναγράφεται στις πινακίδες πού είναι σε κάθε στάση (βλ φωτογραφία 1 & 2). Εναλλακτικά, από την ιστοσελίδα του οργανισμού έχετε την δυνατότητα να βρείτε όποιον κωδικό στάσης επιθυμείτε. Επιλέγοντας από το μενού «Εργαλεία» τις «Πληροφορίες Γραμμής» θα βρείτε όλες τις στάσεις που εκτελεί κάθε γραμμή με τον κωδικό (IVR) που τους αντιστοιχεί.

Επικοινωνία με τον αριθμό 11085

Το 11085 δίνει πληροφορίες καθημερινά από 07:00 έως και 22:00. Ενδεικτικά αναφέρονται οι παρακάτω θεματολογίες πληροφοριών, για τις οποίες δίδονται απαντήσεις:Πώς πάω - πού;Διαδρομές - Στάσεις // Δρομολόγια - ΣυχνότητεςΏρα αναχώρησης των λεωφορείων από αφετηρία και τέρμαΚόμιστρα // Έλεγχος κομίστρουΑπολεσθέντα αντικείμενα στα λεωφορεία

Τηλεφωνική εξυπηρέτηση ΑμεΑ

Καλέστε στις δύο τηλεφωνικές γραμμές 2310-933930 & 2310-952638 και ζητήστε να μάθετε πως μπορείτε να μετακινηθείτε με τα ειδικά οχήματα εξυπηρέτησης ΑμεΑ.Επιπλέον, για πληροφορίες ισχύει και το πενταψήφιο νούμερο 11085 του πληροφοριακού κέντρου.Ώρες λειτουργίας των τηλεφωνικών γραμμών εξυπηρέτησης ΑμεΑ: Όλες τις μέρες του έτους από 7:00 έως 22:00.

Φωτογραφία 2 (φωτογραφία απλής στάσης, σε κόκκινο πλαίσιο ο κωδικός)

Μ

Δ

Φωτογραφία 1(φωτογραφία έξυπνης στάσης, σε κόκκινο πλαίσιο ο κωδικός)

- Φυσική μορφή άσκησης: γυμνάζονται οι μύες των ποδιών, οι γλουτιαίοι, και το καρδιοαναπνευστικό σύστημα.

- Τρόπος μετακίνησης με απόλυτη ελευθερία και ευελιξία κινήσεων.Απλά καλώντας στο 2310-981 100 συνδέεστε με το τηλεφωνικό κέντρο του Ο.Α.Σ.Θ, στην συνέχεια για υπηρεσίες

Σε κάθε στάση του Ο.Α.Σ.Θ αντιστοιχεί ένας μοναδικός πενταψήφιος κωδικός απαραίτητος για την λειτουργία της εφαρμογής. Ο κωδικός αυτός αναγράφεται στις πινακίδες πού είναι σε κάθε στάση (βλ φωτογραφία 1 & 2). Εναλλακτικά, από την ιστοσελίδα του οργανισμού έχετε την δυνατότητα να βρείτε όποιον κωδικό στάσης επιθυμείτε. Επιλέγοντας από το μενού «Εργαλεία» τις «Πληροφορίες Γραμμής» θα βρείτε όλες τις στάσεις που εκτελεί

Το 11085 δίνει πληροφορίες καθημερινά από 07:00 έως και 22:00. Ενδεικτικά αναφέρονται οι παρακάτω

Καλέστε στις δύο τηλεφωνικές γραμμές 2310-933930 & 2310-952638 και ζητήστε να μάθετε πως μπορείτε

Επιπλέον, για πληροφορίες ισχύει και το πενταψήφιο νούμερο 11085 του πληροφοριακού κέντρου.Ώρες λειτουργίας των τηλεφωνικών γραμμών εξυπηρέτησης ΑμεΑ: Όλες τις μέρες του έτους από 7:00 έως

Φωτογραφία 2 (φωτογραφία απλής στάσης, σε κόκκινο πλαίσιο ο κωδικός)

23Smart Solutions

The letter should clearly give the name and telephone number

of a contact person, with an indication of when that person is

available to answer questions. Calls received outside the stated

hours should be recorded and answered later. The contact

person must be able to answer questions about the campaign

and its objectives, and should have access to the database that

documents communications between the project team and

members of the target group.

Recipients can confirm their willingness to participate in the

campaign by returning a separate postcard that is enclosed with the initial letter.

Members of the target group must be able to respond with as little effort as

possible, thus, for example, the postage should be pre-paid. Letter recipients

agree to participate in the campaign by returning the postcard and providing

a telephone number.

A face-to-face approach can also be followed at this stage, depending on the

characteristics of the campaign implementation area.

n When obtaining addresses andcontact information, it is essentialto consider legal requirementsrelated to privacy andconfidentiality, as well as ethicalconcerns related to the handlingof personal information.

Municipalities in the area of Oberlausitz-Niederschlesien provided the addresses of potential participants,thus the initial letter, enclosing a postage-paid reply card, could be sent to them directly.

By contrast, municipalities in the Wittenberg region did not provide personal addresses, so an externalcompany was paid to deliver the initial letters and reply cards directly through letterboxes. The letters werenot personally addressed, thus, although it was an expensive solution, the return rate was very low incomparison to other campaigns. Additional measures had to be implemented in order to recruitparticipants (e.g. promotional stands at local events or citizen audits).

BEST PRACTICES: Making contact

A key to success in the Almada campaign was the distribution of a SmartMove announcement letter to1,000 households in the catchment area before the door-to-door survey was carried out. The letter ensuredthat people were familiar with the project, making them more willing to participate. Such announcementletters should be followed up by a survey after no more than two or three days. Even so, the success rate ofthe door-to-door survey may be disappointing as people may still be suspicious of strangers. In some cases,people did not respond even after four or five attempts (which is very time consuming).


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Smart Solutions

Region

TABLE 2: Number of people contacted and responses

No. ofpeoplecontacted

Contact method

Almada 3,000

No. ofpeoplewilling toparticipate

1,288

No. ofpeoplereceivinginfo

670 ● An announcement letter was sent toresidents without having any directinformation about the household,requesting a response.

● The target area was visited and door-to-door calls were made two to three daysafter the initial letter.

● Personal contact was made with residentsto inform them about the campaign and tocomplete the questionnaire in situ. (A linkto an online version of the questionnairewas provided where preferred.)

● Participants were recruited at relevantevents.

Burgos 1,685 1,300 796 ● A database was available from previousprojects.

Euskirchen 11,543 1,085 548 ● Municipal administrations made availablea database of target persons.

● Local sources of information about targetindividuals were contacted (e.g. elderlypeople’s association).

● Addresses were purchased from a dataprovider.


Langadas 2,232 1,807 1,746 ● Personal contact was made with residentsof the area to inform them about thecampaign and to complete thequestionnaire in situ.

● The local water company made available adatabase of target persons.

● An announcement letter, with a pre-paid envelope enclosed, was sent by post to 50 residents in the area.

Liszki district, Krakow 7,898 2,057 1,045 ● The target area was visited and door-to-door calls were made without havingindividual information in advance.


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Region No. ofpeoplecontacted

Contact methodNo. ofpeoplewilling toparticipate

No. ofpeoplereceivinginfo

Oberlausitz-Niederschlesien

3,926 537 273 ● Municipal administrations made availablea database of target individuals.

● An announcement letter was sent out tothose in the database, enclosing a leafletand reply postcard.


Waldviertel-Wachau 8,992 956 821 ● Because of a lack of addresses,announcement letters and leaflets were sent to people living within 200 m of a bus stop.


n To increase the response rate, use active measures to promote the campaign (see p. 38); contactpeople by going from door to door; and be present at local events and in popular public places.

n Provide incentives such as free tickets, participation in a draw, or free gifts to attract participants.

n Include the signatures and logos of well-known individuals and recognised institutions on theinitial letter in order to raise your credibility.

n In most cases, a postal campaign will not be sufficient. You will need to supplement it with directmeasures to increase the visibility of the campaign.

n Ask stakeholders with local influence (e.g. religious, cultural or sports communities) to help distributeinformation about the aims and scope of your campaign.

n Consider making reminder calls if the initial response rate is low.

n Maintain a high profile.

Smart Solutions

Wittenberg 11,608 439 273 ● Because of a lack of addresses,announcement letters and leaflets were sent to people living within 200 m of a bus stop.


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Smart Solutions

The segmentation phase

Deciding who’s who

Based on the data obtained by mail and telephone, respondents were divided into

four groups:

Thank you gifts and letters are sent to public transport users in order to encourage

them in their current mobility choices. This group may either regard their transport

choices as nothing noteworthy, or may feel disappointed that what may sometimes be

altruistic behaviour is not recognised as such by society. These people may choose one

free gift from a selection. Ideally, the gifts should be relevant to the theme of mobility,

and should be useful. Examples include:

● city maps;

● pocket torches;

● folding umbrellas;

● discounted public transport tickets, or free trial

tickets; or

● discounted or free bike rental (e.g. electric bikes).

Respondent group

People with no interest in thecampaign: No communicationestablished.

Action to be undertaken

These people will be excluded fromany future steps.1

People who currently use publictransport and have no need forfurther information.

Members of this group receive athank you gift and a letter of supportto encourage them to continue usingpublic transport services.

2

People who currently use publictransport and who require furtherinformation.

These people will be included infuture steps in the campaign. They also receive a thank you gift and a letter of support.

3

People who do not currently usepublic transport and who requirefurther information.

These people will be involved infuture steps in the campaign.4

n To specify your segmentation,your initial survey might include a question about how manychildren or elderly people there are in the household, if you haveinformation available specificallyfor these target groups.

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During the survey carried out in public spaces in theWittenberg region, the first step was to obtaininformation about mobility behaviour — that is,whether or not people were public transport users,and how often they used public transport services.This directed the subsequent conversation, so thatonly relevant and appropriate information materialswere proposed.

PHOTO: Cornelius Sommerfeld

BEST PRACTICE: Identifying mobility behaviour

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Smart Solutions

The individual contact phase

Those who request further information are sent a form by post, or are given a form in

person. The form lists several sources of information, from among which participants

are invited to choose. This information may be either:

● already published materials; or

● information selected according to the individual person’s needs, as indicated on

the initial survey form.

In order to save costs, it is recommended to use existing information materials as far

as possible, including materials produced by other information providers or

companies. It is a good idea to find out whether regional or national institutions have

any available materials on the topic, and to explore which complementary materials

may also be relevant for the target group. The focus should be as wide as possible.

Information about walking and cycling, for example, can be supplemented by

information about feeder services for relevant public transport stops.

Making it personal

Personalised information focuses on how behavioural change can be of benefit to an

individual. In order to be able to provide such a service, certain information about the

target individual is required. This requirement should be taken into consideration in

the information order form. Examples of personal information materials include:

● Individualised timetables — that is, timetables of all lines that stop in the vicinity

of a specified address. Participants may also be sent a description of how to get

to particular stops (e.g. pedestrian route information, including average walking

times).

● Individualised travel plans — that is, detailed information about specific public

transport journeys (origin, destination, and desired departure and arrival times),

as requested by the participant.

● Comparative calculations — with this information, participants can see the

benefits of using public transport rather than their car. Categories might include

environmental impact (CO2 emissions), travel cost, and/or travel time. Calculations

can be based on single trips or, preferably, on an annual average, since more

frequent usage typically reduces public transport costs for individuals because of

the option to purchase a season ticket.

● Information about additional active measures organised in the region — for

example pedelec test days (including the possibility to register).

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Smart Solutions

Personalised information materials have two main advantages

compared to general advertising materials:

● Many people do not trust generalised “typical” calculations.

Calculations based on an individual’s circumstances, which

are accompanied by a description of personal benefits, have

far greater powers of persuasion.

● Showing an interest in someone’s particular situation

indicates that individual needs are important. This makes it

easier to motivate people to change their behaviour.

In addition to offering a choice of general and personalised

information, the information order form can also offer an

opportunity to make an appointment for a consultation. A small gift can be offered as

an incentive for filling in and returning the form, and an envelope should be provided

with pre-paid postage. If the form is not returned within three weeks, a reminder

telephone call should be made.

In order to encourage changes in travel behaviour, the information materials provided

must be clear, concise and attractive. While professional editing and design may be

expensive, high-quality materials will have a far greater impact and be far more

effective.

After receiving the completed forms, individualised packages are prepared based on

the indicated preferences. The packages typically include:

n For your free gifts, produce travel-related gadgets such as umbrellasor high-visibility arm, waist or anklebands for pedestrians and cyclists.

n A USB stick containinginformation material can alsomake an attractive and useful gift,and might appeal more toyounger people.

During previously implemented projects in Almada, the distribution of low-cost gifts clearly had nosignificant impact in terms of attracting potential participants. Such gifts are common, and people attachlittle value to them. This is especially true in an area such as Sobreda, where literacy and income levels arehigher than average for Almada. It was therefore decided to distribute higher-value gifts (tablets) in orderto be more effective in attracting participants. Given the budgetary constraints (it is not possible to provide500 tablets, for example), two tablets were given away to citizens participating in the campaign.

BEST PRACTICES: Effective free gifts

Burgos had a very limited budget for gifts, thus to ensure the success of the campaign, stakeholders who were invited to participate supplied gifts for distribution, such as bus maps and free bus tickets. A map focusing on the particular lines covered by the campaign was produced for a reasonable price.Smaller give-away items, such as magnets, were produced and distributed among participants.

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Smart Solutions

● general information materials;

● individualised information;

● an appointment for a consultation if requested

(and if consultancy is offered in the framework of

the campaign); and

● the selected free gift.

The delivery phase

Ideally, in order to strengthen contacts with campaign

participants, the personalised information packs should be

handed over directly. Face-to-face meetings also provide an

opportunity to talk about the information materials. If this is

not possible, the packs can be sent by mail, although

experience shows that the impact will be smaller in this case.

In the Euskirchen campaign, printed timetables and tariff brochures weredistributed. In addition, special maps with the title “Mobile in…” were createdfor the four participating municipalities. They included an overall publictransport network map of each municipality; a public transport network mapof the larger area; general information about local publictransport, TaxiBus and tariffs; and useful contacts. The mapsand information materials were produced using a large fontsize, as the target group comprised elderly people.

The brochure “Mobil auf ganzer Linie” was producedspecifically for elderly people. It contains information aboutthe use of the public transport system, combined withsuggestions for day trips in the region to destinations thatcan easily be reached by public transport.

BEST PRACTICE: Tailored to fit

n It is important that informationmaterial is not already outdatedbefore the start of the campaign.Make sure that no majortimetable changes are planned in the near future.

n Remember that the materials forthe packs will need to be storedsomewhere, and that you willneed enough members of staff to handle the distribution.

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Smart Solutions

The consultancy phase

If personal consultations are offered, they should take place as soon as possible.

Participants can be visited at home, at their workplace during a lunch break or after

work, or at their university, depending on the target group defined. The consultation

service should be provided by well-informed employees. Using professional

consultants, including mobility agencies, public transport

operators and other (public) institutions, is also a possibility,

as they are already involved in this kind of activity. If a good

form of cooperation with such institutions can be found for

this phase, it may be possible for the task to be handed over.

It can be effective to give an additional gift after

the personal consultations.

In Langadas, three interviewers contacted participants directly to collect the completed questionnaires andinformation order forms. Responses were recorded in Excel sheets, and individualised information packs wereprepared for all participants. Each pack included a thank you letter, general information materials, personalisedinformation according to the participants’ needs, and a thank you gift, if this was not already given during thecontact phase. The packs were sent by post to all participants. Although the preparation of the informationpacks was time-consuming, with good organisation and cooperation it was successfully completed in aboutthree weeks.

For participants in Waldviertel-Wachau, the packs were prepared in the office in Vienna. The target areawas 100 km west of Vienna, and a person originally from the area was hired to deliver the packs tohouseholds during the evening. The majority were handed over in person, although some had to be left bythe door or posted through the letterbox. All of the packs were delivered, and there were no complaintsabout information not being received.

BEST PRACTICES: Getting the message out

n Providing information and advice at mobility-related events is an ideal context for personal consultations.

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In Euskirchen, the aim was to answer questions andsupply visitors with appropriate printed information(timetables, brochures, maps etc.) at dedicatedstands during mobility-related events. In order to beable to answer 100 percent of questions asked, allstaff available at the stand had extensive knowledgeof public transport services and regional conditions.Personal consultations were also offered, as well asthe opportunity to participate in dialogue marketing.This kind of stand is an ideal setting for dialoguewith (potential) public transport users, as tailor-made information can be presented andmisconceptions can be clarified during discussion.

PHOTO: Smilla Dankert

BEST PRACTICE: Face to face

Feeder systems can either be the core of thecampaign — as a way to improve one specific publictransport connection; or they can be promoted ingeneral in order to improve the existing situation —

for example through the use f (e-)bikes.

33Smart Solutions

Feeder systems

A feeder system is a mode of transport that facilitates

access to, and contributes to the use of, public transport —

from a demand-responsive bus line bringing people to the

train station, to simply walking or cycling to the next stop.

In rural areas in particular, where the density of main-line bus and train stops is low,

accessibility is often a significant barrier to public transport use. Walking some

distance along a busy country road to the nearest bus stop may indeed be a less

attractive option than getting into a car parked right outside your house.

Many rural European regions and many transport providers have already recognised

this challenge, and, as outlined below, SmartMove has identified a number of

innovative and attractive ways to overcome the access barrier.

Bus-based feeder systems

Bus-based feeder systems serve important interchanges and are designed to improve

the first and/or last mile of a transport route and to ensure that people do not have

to rely on private cars to reach their nearest interchange. Bus-based feeder systems

can be divided into three broad categories:

Burgos organised events at both the university (in the canteen and halls ofresidence) and a cafeteria in the city’s industrial area. Participants were generallyopen to discussion, although there were some challenging encounters, whichsuggest that it may be wise to organise future events with the permission of thecompany management and to opt for more organised forums.

BEST PRACTICE: Reaching out

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Mobility campaigns: Step by stepFeeder systems

Smart Solutions

TABLE 3: Summary of feeder systems in each implementing area

AlmadaPortugal

Bus-based feeder systems

LangadasGreece

BurgosSpain

Waldviertel-WachauAustria

WittenbergGermany

Liszki district,KrakowPoland

EuskirchenGermany


Germany

Fixed-routebus ● ● ●●● ●

Demand-responsivebus

● D ● ●● ●

Flexible/hybrid bus ●

Non-motorised feeder systems

Cycling(dedicatedinfrastructure)

● ● ●

Cycling(minimalinfrastructure)

●● ●●● ●

Walking ● ●● ● ●●● ●

Car-based feeder systems

Train/trampark&ride ● ●

Bus park&ride ● I● ● I ●●

Car sharing

Car pooling ● I● I ● I●

Key:

● Feeder system available

● I Feeder system available, operating on an informal basis. In the case of car pooling, sometimes a website is available that is not maintained by the public transport operator

● D Service operated primarily for disabled people

Note: For cycling, only a broad indication is given of how much dedicated cycling infrastructure is provided. Further summary information is provided on page 37

● fixed-route buses;

● demand-responsive buses; and

● flexible/hybrid buses.

SmartMove partners Burgos, Almada, Oberlausitz-Niederschlesien and Wittenberg

used bus-based feeder systems as a core element of their active mobility consultancy

campaigns. These partners chose lines connecting smaller villages with train stations

or bigger interchanges. They selected one or more lines in the area, defining those

living along these line(s) as the campaign target group.

The TaxiBus in Euskirchen is a route-based demand-responsive bus that has to be ordered by telephone 30 minutes before the start of the trip at the latest. Depending on the demand, the buses seat either four or eight passengers. The normal public transport tariffs apply: tickets are available from the driver, and season tickets are also accepted. The TaxiBus service is explained in the “Mobile in…” maps that were specially created for the project. The service was also explained in detail during the active measure “Bus training”.

The focus of the SmartMove campaign in Wittenberg was on three bus lines that serve an important role in providing a direct service to the local train station. Although the service on these lines was relatively poor (i.e. buses ran only every one or two hours), the intention was to inform local inhabitants about the bussystem in order to increase the number of users. As a good service is the basis of a successful marketingcampaign, the local transport operator was asked to increase both the frequency and the connectivitybetween the different transport modes. In order to encourage people living along the bus lines to cycle totheir nearest bus stop, information brochures and maps were distributed.

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Smart Solutions

The campaign in Oberlausitz-Niederschlesien focused on one particular bus line that is itself a feedersystem, as it connects several rural municipalities with the region’s main train station. In this case, the goalwas to increase the number of people using this particular bus line and to discourage them from going bycar to the train station or, worse, using their car for the whole journey. Particular attention was thereforegiven to those people who walk to their nearest stop on the bus line, to the quality of access to the busstop, and, of course, to the availability of bus connections.

BEST PRACTICES: Improving feeder systems

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In the Waldviertel-Wachau area, severalbike-parking boxes were installed nearimportant interchanges. Users can cycle thefirst part of their trip to the parking facilities,where they can safely secure their bicyclesbefore continuing to Vienna or other nearbycities using the fixed-route bus servicesoffered at the bike&ride terminal.

PHOTO: Roman Klementschitz

BEST PRACTICE: Cycling as a feeder system

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Non-motorised feeder systems

Non-motorised feeder systems include walking and cycling. A “walking bus” can be

organised, especially for groups of children, so that they do not have to walk alone to

their nearest bus stop. This has the positive side effect of making children more

independent.

Cycling is a good feeder system for longer distances. Good infrastructure, such as

bike lanes and parking facilities at the destination bus or train stop, is essential if the

aim is to increase the number of cyclists in the area.

Car-based feeder systems

In some rural areas, bus services run with a very low frequency. In this case, a

combination of car&ride or bike&ride systems can help people get to their nearest

train station or bigger interchange. SmartMove partners have used both train/tram

and bus park&ride systems. Car-sharing and car-pooling systems can also be helpful.

Smart solutions

Accompanying active measures strengthen thecampaign, making it possible to reach a greaternumber of potential participants. Active measuresare also an opportunity to obtain additionalfeedback about users’ needs.

Active measures

38 Smart Solutions

A range of active measures can support the implementation

of an active mobility consultancy campaign. Such measures

include workshops, training events, promotional activities,

try-outs, and guided walking and cycling trips.

Complementing dialogue marketing

Active measures are an integral part of an active mobility consultancy campaign.

Interactive and participatory, such accompanying measures typically focus on a

particular mode of transport. The three main aims are to:

● improve people’s knowledge of rural public transport services and attract new

passengers;

● collect feedback from local residents in order to be able to adjust public transport

services to their needs; and

● raise awareness about other ongoing information campaigns in the area.

An active measure can be either part of the dialogue marketing campaign (announced

in the information request forms as an additional offer), or the basis for information

dissemination and the recruitment of participants for dialogue marketing.

Active measures require careful preparation. The following should be borne in mind

during the preparation phase:

● All activities, including possible follow-up activities, and the required materials,

should be planned before the fieldwork starts.

● Contact should be made with stakeholders, either to inform them about future

activities or to request their cooperation.

● A strategy should be developed for making contact with the target group,

including a decision about how many participants should be invited.

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Mobility campaigns: Step by stepActive measures

Smart Solutions

● A suitable time and place should be decided for the active measure, and a decision

should be made about how often, and for how long, the measure should be

implemented.

● Cooperation should be initiated with the media.

SmartMove active measures

A wide variety of active measures can be combined with the dialogue marketing

campaign. They may be non-motorised measures, public transport measures, or

general measures. Table 4 (overleaf) presents some of the possibilities.

Some of the successful SmartMove active measures are highlighted below, with a

brief description of how they were prepared and the lessons learned as a result.

Try-out pedelecs: Introducing a new technology

Pedelecs are bicycles that are assisted by a small electric motor. In hilly areas, where

there are strong headwinds, or where distances between public transport stops are

typically long, they can be a useful feeder system to encourage potential public

transport users away from private car use. As pedelecs are more expensive than

conventional bicycles, people are more likely to purchase their own if they have

already had an opportunity to test one and discover the advantages for themselves.

Ideally, pedelecs should be made available for longer testing periods, allowing people

to understand all the implications of pedelec use, including the battery charging time,

travel times and weather impacts. If purchasing the test pedelecs is not an option, it

may be possible to rent them from sports shops, the public administration, mobility

agencies, bigger hotels, cycling or other interest groups, bigger companies, pedelec

manufacturers, or even ministries of environment or transport. However, the

pedelecs will need to be transported to and from the measure implementation area.

During the SmartMove project, e-bikes and pedelecs were identified as a possible

solution for the first/last mile in a rural area with a less dense network of bus stops.

The two options were made available on an electro-mobility try-out day. In

cooperation with providers, people were invited to try out the e-bikes and were asked

whether or not they would consider using one as a means of getting to their nearest

bus stop. Participants in the trial were recruited from among the people living along

the bus lines included in the campaign. Most people who were contacted supported

the idea behind the project, as many of them were keen to protect the environment.


Active measures

TABLE 4: Overview of active measures

AlmadaPortugal

LangadasGreece

BurgosSpain

Waldviertel-WachauAustria

WittenbergGermany

Liszki district,KrakowPoland

EuskirchenGermany


Germany

Stand-alonepromotionalevents

●● ●●

Promotionalevents duringestablished local events

● ● ●●● ●

Promotionalevents duringEuropeanMobility Week

● ●

Promotionalevents at schools ●

Events on buses/at bus stops ●

Events forstakeholders/multipliers

● ● ● ●● ●

Citizen audits or participation/focus groups

●● ● ●● ●

Mobility checksfor residents ●

User traininginformationsystems/apps

● ●

Bus passengertraining ● ●

Test tickets ● ● ● ●●

Cycle training/try-outs ● ●

Presence onInternetplatforms

●

40 Smart Solutions

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Smart Solutions

Cycle training: Integrating bikes in the mobility chain

Potential public transport users were invited to find out how their journeys could be

improved by using bike&ride as an alternative to car-based park&ride or private car

trips. Emphasis was given to the health benefits of regular cycling as an important

motivating factor. As the distance and time needed to cycle to the nearest bus stop

are typically overestimated, guided cycling trips were organised that allowed people

to assess the possibilities at first hand and re-evaluate their modal choices. These

trips made people aware of the possible shortcuts compared to the route they would

take by car. The security and safety aspects of different routes were also discussed,

potential objective barriers were analysed, and problems were forwarded to the

responsible administration.

Bus training for elderly people

Older people are an increasingly important public transport user group. The ageing of

the population poses new challenges to public transport operators, who must ensure

that these customers are provided with a high-quality service. As elderly people are at

serious risk of falls and accidents during public transport trips, training can help to

improve their safety and encourage them to continue using public transport services

as they get older.

During European Mobility Week, Burgos organised bike training courses combined with public transporttraining. Although the cycling sessions did not focus specifically on cycling as a feeder system, the resultwas to reduce barriers to bicycle use. Particular attention was given to combining different transportmodes, including the existing bike-share scheme. An expert group with experience in teaching beginnershow to ride was involved in the sessions, as was a company specialising in organising tours that focus onthe health benefits of cycling. There were also sessions focusing on how to ride safely in traffic.

It was important to involve professionals from the local bike association during the bike training, as theyare aware of local conditions and could also provide advice on bike maintenance.

Information about the training sessions was distributed to participants in the campaign as well as via socialmedia and at a press conference. The sessions were open to people who lacked the confidence to cycle oruse the bus system. Those who attended were typically above 50 years of age.

Both sides gained from the experience: the organisers received valuable feedback on specific issues, includinglocations that are not bicycle friendly; while participants were given advice on how to keep safe on the roads.

BEST PRACTICE: Boosting confidence

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Smart Solutions

Mobility checks: Providing feedback on public transport access

In order to identify barriers to public transport use, a group of elderly and disabled

people were guided by representatives of the municipalities and local organisations

along the route between their homes and the nearest bus stops. By contacting local

networks of elderly people and inviting representatives from the municipality to take

part in the site visits it was possible to attract a high level of interest and to highlight

barriers and problems on the spot to the relevant authorities. It is important to follow

up after such measures, and to make sure that at least some of the barriers are

tackled. In many cases, minor adjustments can make a big difference to the situation.

“Trips for Trash”: Encouraging sustainability among citizens

In this measure, those handing in a predefined amount of recyclable waste at a

dedicated stand were provided with free public transport tickets in order to convince

them to try out the public transport system. The more recyclable waste they brought,

Euskirchen provided several training events on bus use, with a particular emphasis on helping elderly anddisabled people to navigate the modernised system. Information about the local transportation networkwas also provided.

Most of the people attending the training sessions were not familiar with the bus system. In rural areas inparticular, most elderly people use a car for everyday trips. However, since they will not be able to continuedriving indefinitely, public transport offers them the possibility to stay active and mobile.

It was very important to establish contacts with local networks for elderly people in order to reach thisspecific target group. The local bus operator provided a bus for the training session, which was combinedwith a trip to a local attraction, where participants were treated to coffee and cake.

All the training sessions were offered free of charge, as the participants were all regarded as potentialpublic transport passengers. Providing participants with information about the local public transportnetwork in printed form, in addition to the face-to-face conversations, proved to be particularly effective.

BEST PRACTICES: Overcoming barriers

Mobility checks were organised in the region of Euskirchen. In all cases, representatives from the municipalityand the local public transport operator were present during the site visit. The feedback from participants on themobility checks was mostly very positive. Elderly people appreciated the chance to be heard by representativesfrom the municipality and the public transport operator. Some barriers were addressed by the authorities moreor less immediately after the mobility check, and positive reports were published in the local press.

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Smart Solutions

the more free tickets they received (up to a maximum number of tickets per

participant, which was made clear in advance). The local public transport operator

should be invited to participate in such a measure and to provide a reasonable

number of free public transport tickets. In exchange, the public transport operator

can use the event to promote their services.

Citizen audits: Presenting the public transport supply

At a citizen audit, professionals report on the local public transport system and

discuss related issues with the local population. Specific themes — such as how

public transport timetables are created, or recent changes in the public transport

system, such as new ticketing options, tariffs or networks — should be illustrated by

During measure preparation it wasessential to involve Almada CityCouncil, since the measure was one ofthe initiatives implemented duringEuropean Mobility Week 2015. Thecity council helped set up the stand,provided staff, and assisted withcontacting public transport operators.The rail operator Fertagus provided1,100 free tickets for one event.

One key success factor is the fact thatthis activity has become a tradition.Held since 2002, it is highly valued andgreatly anticipated by the populationof Almada. It is also important toclearly define in advance the rules of“conversion” between the amount ofrecyclable waste delivered and thenumber of free tickets provided.Finally, to ensure that the activityreaches the highest possible numberof people, exchanges should belimited to a maximum of four ticketsper day per person.

PHOTO: Almada City Council

BEST PRACTICE: Tickets for trash

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Smart Solutions

presentations. The aim is to inform the target group about the available public

transport options and to raise awareness of any restrictions in the framework

conditions, so that citizens can understand why certain solutions are not feasible.

This measure allows (potential) public transport users to find out information that

will make public transport use more attractive, either for whole journeys, or in

combination with feeder systems (whether non-motorised or motorised). At the

same time, planners receive feedback about their activities.

School visits: Getting families involved

The aim of school visits is to increase transport awareness and promote alternatives

to car usage among families with children at local primary schools.

Children will one day make their own transport choices. Some will end up working in the

transport sector and influencing transport development policies. Increasing awareness

and promoting sustainable alternatives to car use among children is therefore crucial.

As children tend to share what they have heard in school, they can influence their

parents’ mobility behaviour as well.

In this measure, children are taught how to plan a journey by public transport, how to

buy a ticket and how to cycle safely. It can be a good idea to hand out sustainable

transport–related gadgets, such as bike lights and high-visibility wrist or ankle bands.

Information about the local public transport service can also be shared. It is

important to speak the children’s language: use plenty of illustrations and avoid

jargon and complicated concepts.

During the presentations made as part of the active mobility consultancy campaign in Oberlausitz-Niederschlesien, the aim was to discuss participants’ travel choices and potential barriers to publictransport use. In most cases, individual consultations were offered either directly after the presentations,or a few days later.

It was important to involve the public transport operator in measure implementation, as well as otherstakeholders who were aware of the local context and conditions, in order to prevent the discussions frombecoming too broad in scope. An external consultancy firm and representatives of related associationssupported the local forum. The participation of the local press was also an advantage.

All stakeholders — especially the transport association — were encouraged to disseminate informationabout the meetings via their networks in order to make them feel engaged in and responsible for the events.

BEST PRACTICE: Citizen audits

45


During the SmartMove campaign in Liszki district, Krakow, the followingactivities took place in order to prepare for measure implementation:

● Schools in the relevant area were identified.

● Contact was made with the directors (by telephone and in person) in

order to establish the scope of the measure and a suitable date.

● Appropriate information was prepared specifically for the target group.

● Free gifts/gadgets were selected and obtained.

From the very beginning all the school directors were very enthusiasticabout the initiative and provided much-needed technical support. Teachersare generally happy if something new and interesting can be organised fortheir pupils. It is important to remember that the scope of the presentationand the vocabulary used must be appropriate to the children’s age.

PHOTO: Katarzyna Nosal

BEST PRACTICE: Getting children involved

Campaign participants can provide valuableobservations and opinions about the existingsituation. Such information should be collectedsystematically and passed on to the respectivestakeholder (e.g. the local public transportoperator Collecting feedback

46 Smart Solutions

Direct contacts, which are a crucial element of an active

mobility consultancy campaign, provide an opportunity not

only to motivate people to cut their car trips, but also to gain

an understanding of the local situation from a user’s point of

view and to identify improvements that can reduce barriers

to public transport use.

The feedback given by participants in active mobility consultancy campaigns should

therefore be collected systematically. Interviews with current and potential public

transport users provide public transport operators with information about levels of

customer satisfaction and needs for improvement.

It is important to use both open and closed questions in the survey. General

questions about a bus line make it possible to analyse the overall situation. The first

question should therefore be: “Are you familiar with the bus line?” The rating of the

bus line reflects the perceived quality of the line and potentially highlights a need

for action.

Open questions, such as “Why don’t you use the line?”, give participants an

opportunity to express their wish to see improvements not only directly in relation to

the line, but also potentially in relation to the accessibility of the station or other

connected topics.

The following table shows not only examples of answers collected in the different

campaigns, but also the organisations to which the campaign organisers provided

their feedback.

47

Mobility campaigns: Step by stepCollecting feedback

Smart Solutions

Region

TABLE 5: Use of feedback in the eight regions

Feedback Receiver of feedback

Almada Suggestions for improvements were mostly related tooperating times and service frequency.

AGENEAL passed on the information provided byparticipants to the public transport operator, which tookit into account when defining future service changes.

● Local public transport operator

Burgos Local bus services are clearly in need of improvement.Timetable changes are ongoing, and services will beoffered by a private company during low-demandperiods.


Euskirchen Feedback on SmartMove active measures was verypositive overall, especially regarding the bus trainingworkshops, the information stand at local events, and the citizen audits.

Such positive feedback encourages furtherimprovements.

● Local municipality


Langadas Feedback received via the questionnaire, includingcomplaints and possible improvements, was sharedwith the local transport operator at meetings at thetransport operator’s premises. The transport operatorand the municipality participated in selected campaignmeasures (e.g. focus groups with stakeholders).

● Local bus operator

● Local municipality

Liszki district, Krakow Respondents made complaints about the publictransport service, especially in terms of frequency, busstop infrastructure and park&ride facilities.


● Transport authority


Feedback on the campaign was very positive: directconsultations were not common but were very helpfulin identifying barriers such as missing information atbus stops or low frequency.


● Local municipalities

Waldviertel-Wachau Feedback generally focused on how to improveschedules, especially bus frequency and operating hours.



Wittenberg Feedback about improvements to the public transportsystem was passed on to the local bus operator andthe municipalities. As a result, the local publictransport operator will integrate real-time informationabout demand-responsive buses into its onlineservices and applications.



It is essential to evaluate the campaign in order tomeasure its success. Several options can be used,including passenger counts before andaftftfcampaign implementatioThe results of tused i Evaluation

48 Smart Solutions

It is a good idea to include an evaluation process in the active

mobility consultancy campaign, although this will involve a

considerable amount of work and the results will inevitably

be somewhat subjective.

The SmartMove evaluation concept is made up of three stages:

Assessing implementation

The evaluation process indicates the success of the completed campaign, and, in

particular, the positive environmental impact it has achieved. However, since the

main objective of the active mobility consultancy campaign is to provide individually

tailored information, the evaluation procedure needs to be built into the campaign

itself. Rather than assessing overall impacts only, the evaluation should focus on the

implementation process itself.

Statistics are collected at each stage of the campaign to record, for example, thenumber of people contacted, the response rate, and the types of materials requested. 1

Socio-demographic data and data about current mobility behaviour are collectedduring the telephone survey, as this information is needed in order to prepare theindividualised information packs. Respondents are asked whether they know which istheir nearest public transport stop, how often they use public transport services etc.

2

Data on behavioural changes are collected a few months after the end of thecampaign. People are contacted by phone and asked about the impact of the campaignon their individual mobility choices. In parallel, passenger counts can be organised(before and after the intervention) in order to check the validity of the statements.

3

49

Mobility campaigns: Step by stepEvaluation

This process evaluation should be based on indicators related to the performance of

the active mobility consultancy campaign (number of people contacted, response

rate, information requests etc.). The impact evaluation, on the other hand, quantifies

the effects of the campaign by measuring travel behaviour changes and calculating

the energy saved or the reduction in GHG emissions as a result of decreasing the

number of car trips. The impact evaluation is based on a comparison of mobility

behaviour measured via surveys, and passenger counts before and after the active

mobility consultancy campaign.

Before evaluation

Depending on the situation in the implementing region and the data available, the

existing situation can be evaluated by one or both of the following approaches:

● Respondents can be asked about their socio-demographic profile as well as their

individual travel behaviour in the first stage of the active mobility consultancy

campaign. This can be part of the telephone survey carried out in the

segmentation phase.

● Passengers using public transport services on the lines relevant to the campaign can

be counted, as well as passengers on reference lines in the implementation area.

After evaluation

The evaluation of campaign results follows the same methodology as the survey

related to the “before” situation. Participants can be asked about their travel

behaviour by phone after the active mobility consultancy campaign, and/or public

transport passengers can be counted on the same lines.

50 Smart Solutions

51Smart Solutions

Section 3

Conclusions

Campaign impacts

The eight SmartMove active mobilityconstultancy campaigns implementedin rural and peri-urban regions in Europe during spring and summer2015 successfully boosted publictransport use. While some of thecampaigns engaged more people than others, all those who did takepart in the campaigns respondedenthusiastically. Once participantswere engaged, good results werepractically guaranteed.

The eight SmartMove active mobility constultancycampaigns implemented in rural and peri-urbanregions in Europe during spring and summer 2015successfully boosted public transport use. Whilesome of the campaigns engagedmore people thanothers, all those who did take part in theCampaign impacts

52 Smart Solutions

The SmartMove project successfully encouraged a significant

number of people to shift, or to feel motivated to shift,

from car use to public transport use, resulting in both

energy savings and CO2 reductions.

Changes for the better

Experience from the eight SmartMove implementing regions shows a wide variety in

the shares of participants who changed their travel behaviour as a result of the active

mobility consultancy campaign. The results differ among the implementing regions,

as the success of a campaign is dependent on various exogenous factors, such as the

economic situation in the region and the quality of its existing public transport supply.

A positive impact on the frequency of bus usage can be seen in

all implementing regions: up to 25 percent of participants

declared that they use the bus more often (an average of

16 percent across all implementing regions). On average,

36 percent of campaign participants stated that they now feel

motivated to use their car less often for daily mobility. However,

the wide range in the proportion of motivated people clearly

illustrates the influence of the exogenous factors mentioned

above. Among those who changed their travel behaviour, an

average shift in trips from car to public transport of 2.4 trips per

person per week can be identified. If the results are combined,

more than 110,000 car trips per year are being avoided in total

across all implementing regions, with savings in annual travel

mileage of 1.6 million kilometres. This translates into a reduction in fuel consumption

of 115,100 litres per year. Due to the savings in fuel consumption, total CO2 emissions

have been reduced by around 288 tonnes per year across all campaigns.

More than 110,000 cartrips per year are being avoided in total across all implementing regions,with savings in annualtravel mileage of 1.6 million kilometres.

53

ConclusionsCampaign impacts

Some participants were motivated to buy a public transport season ticket

(9 percent on average), thus, for this particular group of participants, a long-term

mobility behaviour change can be expected. In addition, a large majority of the target

population (between 75 and 97 percent) confirmed that, having participated in

the campaign, they now feel better informed about the public transport system

in their region. About half of participants, on average, talked about the campaign

at home or with other people. This means that they will contribute as multipliers,

increasing the impact of the campaign in the future.

Smart Solutions

Region

TABLE 6: Recipes for success

Almada During the campaign preparation phase, it was agreed to choose one gift of a higher valuerather than various small gifts. Most participants were eager to win the gift — a tablet — andthe idea therefore proved successful.

Burgos If you want to change people’s behaviour, you need a really personalised campaign. You need to listen carefully to people’s needs, explain the available options, and provideas much information as possible. People tend to pay little attention to general marketingcampaigns that don’t immediately concern them. In our case, home visits were particularlysuccessful: we received positive feedback about the face-to-face meetings.

Euskirchen It is important to be present in the region in many different ways and to distribute detailedinformation about the available public transport services.

Langadas A face-to-face approach proved effective during the personalised marketing campaign, and a high response rate of over 85 percent was achieved in the active mobility consultancycampaign in Langadas.

Liszki district, Krakow It is essential to get the most influential stakeholder in the area on board: in Catholic countries,this might be a church representative. As well as targeting adults, it is a good idea to targetschoolchildren, who can influence their parents’ mobility choices and whose own futurebehaviour will depend on the information they receive as children.


Campaigns organised around the posting of information materials should be accompanied by direct, personal contact.

Waldviertel-Wachau An active mobility consultancy campaign clearly has the potential to reduce energyconsumption and CO2 emissions, especially if the campaign is extended to a wider area or if higher numbers of participants can be attracted through direct contacts.

Wittenberg In order to reach residents in the target area, it is essential to involve local stakeholders.

54

ConclusionsCampaign impacts

Over to you!

The SmartMove implementing partners gained valuable experience in the process of

developing, implementing and evaluating their active mobility consultancy

campaigns. The pointers in Table 6 can benefit public authorities and public transport

operators during the development of their own active mobility consultancy

campaigns, although the approach typically needs to be adapted to the specific

needs of the region in which the campaign is implemented.

Credits

Literature Vega Barbero, Jose Manuel and Corrado Topi(2014). Feeder systems fact sheets. University ofYork - SEI.

House of Commons Transport Committee, UK(2014). Passenger transport in isolatedcommunities.

Roman Klementschitz and Oliver Roider (2015).Instruction for Local Evaluation Plans with a List ofIndicators and Questionnaires. Institute forTransport Studies, University of Natural Resourcesand Life Sciences, Vienna.

Move on Green:http://www.euromontana.org/en/project/move-on-green-2/ funded by INTERREG IVC

Oliver Roider and Roman Klementschitz (2014). Factsheets on the implementation of active measuresinto active mobility consultancy campaigns. Institute for Transport Studies, University of Natural Resources and Life Sciences, Vienna.

Authors: Tim Durant | Silke Frank | Henning Günter(Rupprecht Consult, Germany); RomanKlementschitz | Oliver Roider (University of NaturalResources and Life Sciences, Austria)

Design and layout: Sylvia Magyar (Regional Environmental Center, Hungary)

Editing and proofreading: Rachel Hideg (Regional Environmental Center, Hungary)

Photographs: Almada City Council (43) | studio43 – Nektarios Basdekis (8, 14, 49, 50, Back cover) |Smilla Dankert (1, 2, 19, 32, 54, front cover, backcover) | José María Diez (20) | RomanKlementschitz (13, 36) | Katarzyna Nosal (45) |Cornelius Sommerfeld (27)

Printing: Typonova, Hungary

This book is printed on recycled paper.

September 2016

Contact

Oliver Roider (Project Coordinator)University of Natural Resources and Life Sciences, AustriaTel: +43 1 47654 5307 | E-mail: [email protected] | Web: www.smartmove-project.eu

The sole responsibility for the content of this publication lies with the authors. It does not necessarily reflect the opinion of the European Union. Neither the Executive Agency for Small and Medium-Sized Enterprises (EASME) nor the European Commission is responsible for any use that may be made of the information contained therein.


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